Originally founded as an addiction support organization for women, Beyond Betty relaunched as fully inclusive addiction services program focused on breaking down the barriers that prevent continued recovery.
Beyond Betty needed to completely reposition their brand for relaunch. We developed their brand framework and core messaging to fit their new trajectory.
The original 'Betty' logo directly personified that idea of a female identity. While it worked well for their initial audience, Beyond Betty now offers a full gamut of recovery services to a gender inclusive audience. We created a brandmark that exemplifies the hope of what lays beyond addiction and the hope of living life fully in recovery.
With the website redesign, we captured the various emotions around addition recovery while showcasing an inclusive mix of people from all walks of life to introduce an expanded audience to the Beyond Betty brand. We implemented a simple but informative site structure to help individuals and/or their families learn more about Beyond Betty's unique recovery offerings and easily engage.